The TUMI women’s campaign aims to showcase its range of unique women’s products. Directed by Allen Coulter, the campaign follows each four of the personas on individual journeys with a TUMI women’s bag.
The first persona shows a woman at home about to begin her day. She heads to a warehouse gym, takes her boxing gloves out of her Voyageur Colina Duffel and steps into the ring.
Viewers then see the first persona transition to the second woman with her Georgica Yvonne Carry-All. She moves through a professional setting, leading a group of investors.
The third persona carries her Mezzanine Joan Backpack with her. Viewers see her sharing her ideas with the band and watches them play back.
The fourth persona shows a woman giving direction at a photoshoot. According to TUMI, her Mariella Vivian Tote makes a bold statement.
"Being a part of this TUMI campaign has been an incredible experience," says Dawson. "I’ve loved expressing each of these personas, creating bold statements and communicating powerful actions through each journey."
"With this campaign, we wanted to follow the spirit embodied by each of these personas, revealing one amazing, strong, resilient, intelligent woman," says Victor Sanz, TUMI’s creative director.
"Partnering with Rosario to present this incredible woman to the world was an amazing experience. This woman inspired us and represents all the women breaking barriers and living in multiple modes around the world," adds Sanz.
Georgica, Mezzanine, Voyageur and Mariella will be offered in a range of styles, sizes and colours and will be available at TUMI stores in Sandton City and the Canal Walk.
For more information, visit
www.intl.tumi.com. You can also follow TUMI on
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Twitter or on
Instagram.